After a two-year wait, Apple has officially activated its presence on Threads, Meta’s social media platform introduced in mid-2023. This move follows the earlier adoption of Threads by several Apple-related accounts, including Apple Music, Apple News, Apple Books, Shazam, and Beats by Dre, which joined shortly after the platform’s launch.
Upon activation, Apple’s @apple account amassed over 4.8 million followers instantly, a surge attributed to Threads’ auto-follow feature that links existing Instagram followers to their Threads counterparts. Given Apple’s substantial Instagram following of over 34 million, this immediate boost was anticipated.
Historically, Apple has maintained a robust presence on X (formerly Twitter), boasting nearly 10 million followers and utilizing the platform for promoting events, advertisements, and product launches. In contrast, the company has been relatively inactive on alternative platforms like Mastodon, where only Phil Schiller, Apple Fellow and longtime marketing chief, maintains a personal account.
Apple’s entry into Threads signifies a willingness to explore broader social media avenues. However, it remains to be seen whether this will lead to active engagement or serve as a placeholder. Many companies have previously joined new platforms, only to let their accounts remain dormant after initial enthusiasm.
With Meta positioning Threads as a stable alternative to X and aiming to establish it beyond being merely an Instagram adjunct, Apple’s quiet yet notable entrance into the platform is worth observing.
